INSIGHT-In twist, scientists join tobacco companies to fight cancer

WASHINGTON, June 23 (Reuters) - Scientists who have devoted
years developing medicines to cure disease are now working for
tobacco companies to make e-cigarettes.

Philip Morris International Inc has hired more than
400 scientists and technical staff at its research facility in
Neuchatel, Switzerland, including toxicologists, chemists,
biologists, biostatisticians and regulatory affairs experts.

Altria Group Inc, makers of Marlboro, has recruited
dozens of scientific and healthcare experts, as have independent
e-cigarette companies such as NJOY. They bring experience
developing inhalation devices and navigating the U.S. Food and
Drug Administration, valuable knowledge in the new world of
electronic cigarettes.

They say they're trying to improve public health.

"We were looking at drugs that make people very ill and
maybe extend their life by 12 to 14 weeks," said Gizelle Baker,
a PMI biostatistician based in Neuchatel who previously worked
at the cancer drug developer Poniard Pharmaceuticals. "If you
have a product that prevents cancer in the first place you can
have a much bigger impact on public health."

The goal is to improve the current generation of
e-cigarettes and, where possible, provide evidence that they
reduce the risk of disease. Companies that succeed could have an
advantage in a market that Bonnie Herzog, an analyst at Wells
Fargo Securities, sees surpassing combustible cigarettes in the
U.S. within the next decade.

Products declared reduced risk by the FDA could be treated
with a lighter regulatory hand.

"If tobacco companies can prove there is reduced risk,
e-cigs are likely to remain less regulated and taxed than
cigarettes," said Philip Gorham, an analyst at Morningstar who
views PMI as leading the way in the industry. "If they can't,
they will likely be subject to the same restrictions."

SOPHISTICATED SCIENCE

PMI has poured more than $2 billion into developing and
assessing reduced risk products. Next year it plans to apply for
a modified risk claim with the FDA for its iQOS product, a
tobacco stick that is heated just enough to produce an aerosol
but doesn't combust. Burning tobacco produces most of its toxic
chemicals. The company is betting the presence of real tobacco
may make it more satisfying to smokers than existing
e-cigarettes. It is also developing next-generation
e-cigarettes.

But proving a product reduces risk requires sophisticated
science, and the FDA wants to see health benefits for both
individual smokers and the population as a whole.

Manuel Peitsch, a professor of bioinformatics at the
University of Basel and former senior official at Novartis AG
and GlaxoSmithKline Plc, helps lead a effort at PMI to analyze
the constituents in vapor, assess their effect on cells and
model how likely the products are to cause disease.

The company is also conducting clinical trials in humans to
assess whether the products reduce a person's exposure to
harmful constituents and, if so, whether that reduction
corresponds to a lower risk of developing lung cancer, heart
disease or chronic obstructive pulmonary disorder.

Tobacco companies have not historically had these skills
in-house. But they are the life blood of the pharmaceutical
industry and that is where tobacco companies are turning for
talent.

"They have in essence been preparing for this for 20 years,"
said Dr. David Kessler, the former FDA commissioner who led the
agency's investigation into the tobacco industry in the 1990s.
"They have understood for a long time that they are in the
nicotine-delivery business."

RECRUITING STAFF

Tobacco executives say they have found willing recruits from
the pharmaceutical industry, thanks in part to a wave of mergers
and acquisitions that left many researchers looking for work.
The 2008 financial crisis led to tens of thousands of job cuts
and rattled even those who retained their positions.

Not all companies have the resources to conduct the kind of
clinical trials being run at PMI, but many are looking for
medical device experts who can help make higher-quality
products.

Chenyue Xing is a chemical engineer who worked for MAP
Pharmaceuticals and cancer drug company Genentech. Two years ago
she joined the San Francisco-based vapor company Pax Labs Inc,
where she mixes and tests potential liquid nicotine
formulations.

The work is similar to that at MAP, where she tested
ingredients for use in the company's inhaled drug devices. But
she likes the entrepreneurial atmosphere at Pax and the idea of
creating a smoke-free alternative to cigarettes.

"I grew up in China where there were far fewer smoke free
areas," she said. "I am very sensitive to smells and for a long
time if people were smoking next to me, I shut off half of my
breath."

Dr. Joshua Rabinowitz, the interim chief executive of NJOY,
said he too was drawn the public health potential of
e-cigarettes. Rabinowitz co-founded Alexza Pharmaceuticals Inc
, which makes an inhaler that allows drugs to be quickly
absorbed into the bloodstream.

Some sought-after experts help companies comply with FDA
regulations and steer new products through the approval process.

Altria hired James Dillard to head its regulatory affairs
division. Dillard holds a degree in biomedical engineering from
Tulane University and spent 13 years at the FDA, eventually
becoming director of its cardiovascular and respiratory devices
group. PMI hired Bruce Clark in a similar role, as vice
president of regulatory and scientific affairs, a position he
previously held at drugmaker Apotex Inc.

Some healthcare recruits are willing to develop reduced risk
tobacco products but not for a company that also sells
cigarettes.

"The whole set-up is schizophrenic," said Dr. Lars Erik
Rutqvist, an oncologist and former professor at Sweden's
Karolinska Institute who has been approached by big tobacco
companies before. "I wouldn't want to be part of that because
they still make most of their money from cigarettes."

Rutqvist works instead for Swedish Match AB, which
sells smokeless tobacco products known as snus. The company was
the first to file a modified risk application with the FDA for
its snus products. A panel of advisors to FDA recommended in
April that the agency reject the application.

PAST SINS

The tobacco industry has recruited healthcare experts before,
but not on today's scale. Past veterans and many public health
experts question the motives behind the current recruiting. They
fear e-cigarettes will do nothing to benefit smokers and may
instead simply introduce a new generation to nicotine at a time
traditional cigarette smoking rates are falling.

"With each new generation of products there's a temptation to
believe they got it wrong before but they've got it right now,"
said Matthew Myers, president of the Campaign for Tobacco-Free
Kids."

Victor DeNoble, an experimental psychologist specializing in
the impact of drugs on the brain, joined Philip Morris in 1980
to create a cigarette that caused fewer heart attacks, a
challenge he found exciting. But when his work showed that
nicotine is addictive the company closed down his lab and
suppressed the research. A decade later, DeNoble became the
first whistleblower to testify against the industry before
Congress.

"The tobacco industry now says 'we made mistakes and we want
to correct them, and that's why we want you to join us,'" he
said. "The lure is still public health. But I'm older and wiser
and I can't trust an industry that has repeatedly broken its
promises."

(Reporting by Toni Clarke in Washington. Editing by Michele
Gershberg, Sue Horton and John Pickering)